Marketing

ComScore's MdotLabs acquisition brings data smarts to the hunt for fake website traffic

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Image Credit: Antlio/Shutterstock

Digital media-analytics company ComScore said today it has bought MdotLabs, a startup that came up with technology for protecting advertisers from potentially malicious web traffic.

The deal could result in more accurate data for ComScore, which provides reports on website traffic sources and the performance of ads.

MdotLabs’ team includes data scientists who could improve ComScore’s core products. And that seems to be a short-term goal. The startup’s tools for spotting bad traffic from bots and click farms will help boost ComScore’s product lineup. But the Mdotlabs people could also work on other projects, like coming up with new ideas for signing up more publishers and advertisers. Lots of companies have been keen to hire data scientists, and this acquisition provides ComScore with some of that talent.

MdotLabs spun out of digital ad network Broadcast Interactive Media last year. Its base was Madison, Wis. The startup announced its first funding round, totaling $1.25 million, in November. Investors include Chicago Ventures, Great Oaks Venture Capital, and Ray Zemon. The startup targeted publishers and advertisers.

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